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• Cover
• PR in Practice Series
• Title Page
• Contents
• List of figures
• About the author
• About the consultant editor
• Foreword
• Preface
• PART ONE What lies beneath
• 01    Before we begin: New profession… or one of the oldest?
• Public relations ethics: oxymoron?
• A tarnished history
• Defining our terms
• A profession or professionalism?
• Aspiring to professionalism
• Measuring your professionalism quotient
• Notes
• 02    Lies, truth and honesty: Their role in PR practice
• An epidemic of lying
• The ‘truth’ in public relations
• Can you predict honesty?
• One principle among several
• Notes
• 03    Truth, trust and the virtue of being ‘good’
• Truth and trust
• The limits of organizational responsibility
• To whom are you loyal?
• The virtue of being ‘good’
• Notes
• 04    Whose rights are right?
• Rights and responsibilities
• When my right conflicts with yours
• Conflicting rights in public relations
• Notes
• 05    The trouble with rules
• Rules rule our lives
• Those darn deontologists
• The real trouble with rules
• ‘Situations alter cases’
• Moral relativism and situations
• The problem with situations
• Notes
• 06    Utilitarianism: Right acts and wrong reasons
• What the heck is ‘utilitarianism’?
• Motives be damned
• Problems with Robin Hood
• Notes
• PART TWO Ethics and the practitioner
• 07    Your moral development: Cultivating respect and humility
• R-E-S-P-E-C-T
• Still the moral child
• The moral child grows up
• An ethical litmus test?
• More than good manners: ethics and etiquette
• Sexual harassment and respect
• Morality and your level of competence
• The virtue of humility
• Notes
• 08    Codes of ethics: The good, the bad and the (almost) ugly
• Codes as contracts
• Minimum standards or ideals?
• Who needs codes, anyway?
• A global code?
• Relying on a personal code
• Using personal values
• Developing your own code
• Notes
• 09    Conflicts of interest: Sex and other relationship issues
• Defining a conflict
• Sleeping with… the enemy?
• Practicalities before ethics
• Outside conflicts
• Personal relationships and ethical principles
• Other conflict situations
• Notes
• 10    (Very) personal ethical decisions: Whistle-blowing and moonlighting
• A dilemma you don’t need
• A continuum of tattling
• How to be a whistle-blower
• Tattling
• The temptations of moonlighting
• Notes
• PART THREE Strategies and dilemmas
• 11    Public relations ethics and traditional media
• Our relationship with journalists
• Media access and ethics
• Journalists have codes, too
• Aspects of ethical media relations
• Media transparency and PR ethics
• PR ethics and the disappearing gatekeepers
• Notes
• 12    PR ethics and social media
• New media, new ethical dilemmas
• Inauthentic online communication
• Sponsored online material
• Social media and your internal public
• Ethics and ‘native advertising’
• Guidance for ethical social media engagement
• Notes
• 13    Persuasion, propaganda and advocacy: The ethics of influence
• Engineering consent
• Ethical persuasion… an oxymoron?
• PR for biker gangs?
• Any client, any time?
• The advocate arises
• The ‘right’ to PR counsel
• Sneaky propaganda
• A war of words
• The pitfalls of euphemism
• Doublespeak
• The ‘controlled lexicon’
• The vocabulary of public relations
• Persuasion by lobby
• Transparency versus obfuscation
• Notes
• 14    Supporting ‘good causes’: Bad ethics or bad taste?
• ‘Aware’ of the issues
• A staple of community relations
• Seeking a good fit
• From good causes to good taste
• Notes
• 15    Deceptive authorship: Ghostwriting and plagiarism
• A PR practice
• The unseen author
• Crossing the line?
• Acceptable versus unacceptable uses
• Notes
• PART FOUR Organizations, ethics and public relations
• 16    Making decisions: The true reality of everyday ethics
• Why make a decision at all?
• The best you can hope for
• Ethical dilemmas: not all the same
• Decision steps
• Making those ethical decisions in PR
• A case in point
• Other approaches
• Criteria for second-guessing
• PR practitioners as ethical decision-makers
• The researcher told us so
• Notes
• 17    PR and the corporate ethics programme
• Organizational ethics/Pr ethics:not the same thing
• Ethics as window-dressing
• Social responsibility defined
• The case of the triple bottom line
• Organizational ethics and PR
• Notes
• 18    The future of ethical public relations: Education and leadership
• Why we care about an ethical future
• Back to the classroom
• Developing future PR leaders
• Drawing to a conclusion
• Notes
• Appendix 1: For your bookshelf
• Appendix 2: Chartered Institute of Public Relations Code of Conduct
• Appendix 3: Guidelines for the ethics audit
• Index
• Copyright